A Tim Hortons coffee shop in downtown Toronto, on Wednesday, June 29, 2016. THE CANADIAN PRESS/Eduardo Lima

Tim Hortons pulls Beyond Meat breakfast sandwiches from B.C., Ontario menus

‘Ultimately, our guests choose to stay with the meat option’

Tim Hortons has pulled Beyond Meat products off the menus in the last provinces where it still sold the trendy plant-based protein, less than a year after a national roll out.

The coffee-and-doughnut chain will no longer sell Beyond Meat breakfast sandwiches in Ontario and B.C., said Sarah McConnell, a spokeswoman for parent company Restaurant Brands International.

“Ultimately, our guests choose to stay with the meat option in their breakfast sandwiches,” she wrote in an email.

The company first piloted the plant-based offering in May. Select locations added three Beyond Meat breakfast menu items and based on consumer demand, the company said it hoped to roll them out nationally by summer’s end.

In mid-June, Tim Hortons added two Beyond Meat breakfast sandwiches and one wrap to menus at almost 4,000 of its Canadian locations. About a month later, the chain announced its first burger offering with two Beyond Meat burgers nationwide.

In September, the company pulled the burgers from all locations, but said it would still sell the plant-based protein breakfast sandwiches in Ontario and B.C. thanks to a “positive reaction” from customers.

That enthusiasm eventually waned.

“We will keep an item on the menu if it’s favoured by our guests,” wrote McConnell. “In this case, we did not see enough demand to keep it as a permanent item.”

RBI CEO Jose Cil referenced the products as “a limited-time offer” in an October conference call with analysts — about a month after the company scaled back Beyond Meat availability.

A Beyond Meat spokeswoman did not respond to emailed questions, but sent a one-line statement.

“We partnered with Tim Hortons on a limited time offer. We are always open to collaborating with our partners and may work with them again in the future,” Emily Glickman wrote in an email.

Other chains have seen greater success with alternative-protein items as consumers, including those who eat meat, flock to plant-based proteins for health, environmental and animal welfare reasons.

A&W became the first national restaurant chain to serve Beyond Meat patties in July 2018. Initial demand outstripped supply and the fast-food chain temporarily ran out of stock.

The burger chain has since added a plant-based nugget to its menu for a few weeks, and CEO Susan Senecal has said demand for the veggie burgers has “stayed remarkably stable” since the launch.

Tim Hortons doesn’t seem to be shutting the door completely on the trend.

READ MORE: Beyond Meat goes public as sales of plant-based meats rise (May 2019)

“We will continue to explore plant-based options as part of our regular menu innovation pipeline,” McConnell wrote.

“But there is nothing new planned for the restaurants in the immediate future.

Aleksandra Sagan, The Canadian Press

Like us on Facebook and follow us on Twitter

Tim Hortons

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

Despite pandemic challenges, the Castor Golf Course has some reasons to celebrate their 2020 season

Projects in 2020 include renovations to the club house kitchen and repairs to the roof from last year’s hailstorm

MP Damien Kurek said the recent Throne Speech lacked direction, leadership and clarity

‘It was vague, it was expensive and it’s very intrusive into provincial jurisdiction.’

Central zone down to 16 active COVID-19 cases

Alberta Health Services’ central zone is down to 16

COLUMN: The importance of treating yourself gently

‘Six months into this pandemic and I am starting to struggle. I am starting to be weary’

Central zone down to 19 active COVID-19 cases on Thursday

Provincially, 158 new COVID-19 cases were identified

QUIZ: Do you know what’s on TV?

Fall is normally the time when new television shows are released

End of CERB means uncertainty for some, new system for others

As of a week ago, the CERB had paid out $79.3 billion to 8.8 million people

No winning ticket for Friday night’s $50 million Lotto Max jackpot

Jackpot for the next draw will grow to approximately $55 million

Wilkinson aims to be B.C. premier after cabinet role, working as doctor and lawyer

The B.C. election is Wilkinson’s first as the Liberal party leader

First Nations police services look to throne speech pledge for higher, stable funding

‘I won’t be happy until I hear two words: royal assent’

8 charged, $260K in drugs and cash seized in massive Alberta drug bust

Eight people are facing 33 charges in what police have dubbed Project Incumbent

Millet Agriplex to become a hub for indoor soccer

Wetaskiwin Soccer Club will be operating out of the Millet Agriplex this season.

‘We’re losing what makes the Parkland so distinctive,” conservation specialist says

The Lacombe district will lose two sites with provincial park status: JJ Collett and the Narrows

Sylvan Lake woman says Town’s response time to concerns isn’t enough

Glenda Jackman says it took almost a month for the Town to act on her complaint about a playground

Most Read